A well-built LinkedIn strategy remains one of the most effective tools in the PR arsenal for putting your business’ name in front of the right people.
But with an estimated 58 million companies registered on the platform, it can be hard to stand out above the rest.
Here, Account Executive Lena Vasylevska shares her top tips on optimising your profile and reaping the benefits LinkedIn can bring.
Firstly, don’t forget to use your keywords. Your LinkedIn page is indexed by Google, so be sure to use keywords and hashtags in your “about” section and in any of your posts.
This will help boost the chances of your profile appearing when potential customers or candidates are searching using industry-related terms.
Adding custom buttons can help drive traffic to your website or increase enquiries. These include options such as “contact us”, “learn more” or “register”.
You can also add a direct link to your website at the top of your page and use a Urchin Tracking Module (UTM) to track where leads are coming from.
If your company serves a global audience then don’t forget to use translations. You can add up to 20 languages, so you don’t need to create a separate company page for every country you operate in
Now your profile is set up and ready to go, you need to build and execute a LinkedIn strategy.
That means you have to think about the type of content you want to post and create a consistent plan that helps build your presence.
Post things you believe are of interest to your customers – that doesn’t solely have to be links to your own website, but industry news that could benefit them, too.
But LinkedIn isn’t all about posting. You need to remember to engage with other people’s content – don’t forget, LinkedIn is a social network!
Engagement is incredibly important to LinkedIn algorithms, so whenever you post make sure to be responsive in the comments and encourage further engagement.
If your goal is to establish yourself as an expert in your industry then posting your own articles using the “write article” function can be an effective tool, too. You’ll need to do this from your own account, but it can easily be shared via your business page.
Likewise, make sure to post your job opportunities on LinkedIn too. Using the platform’s advertising services can make for an incredibly effective recruitment tool.
It is great you have a LinkedIn page, but you need to make people aware of your presence if you’re going to reap its benefits.
Tell your friends, customers, and employees to start following your page – and ask your employees to like the page, update their job descriptions and share company content.
We understand social media can be a bit of a minefield, especially when you’re focused on the day-to-day running of your business. Thankfully, Prominent and our team of social media specialists are here to help.
We are always on top of the latest developments and identify new ways to use the LinkedIn algorithm to the advantage of our clients.
Contact us today to learn more about how we can support you, or sign up to our newsletter to keep up to date with our latest tips.
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